Myer extends long-running Melbourne Cup deal

Australian department store group Myer has renewed its sponsorship of the Victoria Racing Club, organiser of the Melbourne Cup horse-racing event.

The new five-year deal comes into effect from 2018 and runs until the end of the 2023 racing season.

The new agreement extends the two parties’ relationship to 40 years, making Myer the longest-serving major partner of the VRC.

Myer will continue to serve as the exclusive fashion partner of the VRC and the Melbourne Cup Carnival, while it will also retain naming rights to Myer Fashions on the Field – an institution of the Carnival – and all associated events nationally.

The Melbourne Cup trophy will visit select Myer stores across Australia as part of the agreement, while the company is also hosting a marquee in the front row of the Birdcage Enclosure during this year’s Carnival, which got underway on Saturday.

The VRC's interim chief executive, Neil Wilson, said: “The Melbourne Cup Carnival has cemented its place as an international attraction; a feat that could not have been achieved without the help of Myer in its role as exclusive fashion partner of the VRC.

“The longevity of the partnership is a testament to the alignment of Myer and the VRC, and we look forward to sharing the Emirates Melbourne Cup with Myer as the trophy visits various stores across the nation.”

The 2018 Carnival continues tomorrow (Tuesday) with the prestigious Melbourne Cup Day.